2024家生活趋势报告

Industry Investment Rating - The report does not explicitly provide an investment rating for the industry [1][2][3] Core Viewpoints - The report highlights a shift in consumer behavior post-pandemic, with a focus on rational consumption and emotional value-driven purchases [2] - Consumers are increasingly prioritizing products that enhance their home life, particularly in areas like entertainment, convenience, and health [2][5][6] - The home is seen as a sanctuary, with a growing emphasis on creating a comfortable and emotionally satisfying living environment [2][5] Trend 1: Home Entertainment Upgrade - The demand for high-quality home entertainment experiences is driving growth in the high-end TV market, with a focus on larger screens and advanced technologies like 8K, Mini LED, and quantum dot displays [5][6][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23][24][25] - Consumers are seeking better product experiences, with 30% of TV purchases driven by the desire for improved technology and features [9] - The high-end TV market (10K+ price range) accounted for 20.3% of retail sales in 2023, up 1.8 percentage points year-on-year [11] - 75-inch and larger TVs are becoming mainstream, with 75-inch TVs accounting for nearly 20% of retail sales [13] - 8K TVs are gaining traction due to their superior resolution and immersive viewing experience, supported by government policies promoting 4K/8K adoption [16][18] Trend 2: Smart Home Integration - The rise of "smart laziness" is driving demand for smart home appliances, with consumers seeking convenience and seamless integration of devices [26][27][28][29][30][31][32][33][34][35][36][37][38][39][40][41][42][43][44][45][46][47] - Smart home adoption is shifting from single-device solutions to whole-home systems, with a focus on interconnected devices and user-friendly interfaces [31][32][33] - Smart security devices, particularly smart locks, are leading the smart home market, with a penetration rate of 82.9% in the 2023 new home market [35][36][37] - The smart home market is expected to exceed 8300 billion yuan by 2025, driven by advancements in AI, IoT, and 5G technologies [41][42] Trend 3: Multi-functional Living Spaces - The living room is evolving into a multi-functional space, serving as a hub for entertainment, socializing, work, and family activities [49][50][51][52][53][54][55][56][57][58][59][60][61][62][63][64][65][66][67][68][69][70] - High-end living room appliances, particularly large-screen TVs, are becoming a status symbol, with 100-inch+ TVs seeing a 256% year-on-year increase in retail sales in 2023 [63][64] - Laser TVs are gaining popularity among high-end consumers for their immersive viewing experience and health benefits, with a 10.7% market share in the 15000+ yuan price segment [56][57][58][59][60][61][62][63][64][65][66][67][68][69][70] Trend 4: Home Cooking and Kitchen Innovation - Younger generations are increasingly embracing home cooking, with 40.7% of Gen Z cooking at home weekly [71][72] - Consumers are prioritizing kitchen appliances that reduce油烟 and noise, with high-performance range hoods and low-noise models gaining market share [73][74][75][76] - Dishwashers are becoming more popular, with a 9.6% year-on-year increase in retail sales in 2023, driven by product localization and innovation [77][78][79] - Integrated kitchen appliances, such as integrated stoves and dishwashers, are addressing space constraints and growing rapidly, with integrated dishwashers seeing a 25.1% increase in online sales in 2023 [80][81][82] Trend 5: Health and Wellness at Home - Health-conscious consumers are driving demand for health-focused home appliances, with 90% of young people already adopting养生 habits [4] - Health-related appliances are experiencing rapid growth, with advancements in technology and user-centric design driving market expansion [4] Trend 6: Personal Care and Beauty at Home - The personal care appliance market is thriving, with high-speed hair dryers and electric toothbrushes seeing significant technological advancements [7] - Content-driven e-commerce is boosting the popularity of personal care appliances, with consumers increasingly influenced by online recommendations [7] Trend 7: Space-saving and Aesthetic Home Appliances - Embedded and integrated appliances are gaining traction as consumers seek to maximize space and enhance home aesthetics [8] - Appliances like embedded refrigerators and washer-dryer combos are leading the trend towards more streamlined and visually appealing home designs [8] Trend 8: Emotional Value and Home as a Sanctuary - The home is increasingly viewed as a place for emotional comfort and relaxation, with consumers investing in products that enhance their living environment [2][5] - Emotional value is a key driver of consumer purchases, with products like TVs and smart home devices being chosen for their ability to improve quality of life and provide emotional satisfaction [2][5][6]